Post-COVID-19 Family Micro-Business Resources and Agritourism Performance: A Two-Mediated Moderated Quantitative-Based Model with a PLS-SEM Data Analysis Method

Abstract

The global spread of coronavirus (COVID-19) has had a devastating impact on thousands of small businesses. Many businesspeople, especially those who own and run micro-businesses, have been hampered by the unprecedented scale of the lockdown of social activities and the restrictions placed on their freedom of movement. The reciprocity process between small rural businesses and residents is ultimately in the interest of improving agrotourism performance. Integrating the non-zero-sum games theory and the social exchange theory, this study aims to achieve the following: (1) testing the relationship between family micro-businesses resources and agritourism performance; (2) examining the impact of two mediating variables (resident–micro-business interaction and support for agritourism development); and (3) testing the intervention of one moderating variable (personal resident benefit) on the tested relationships. Dyads data was collected from 293 residents/family small businesses operators. Partial least squares-based structural equation modelling (PLS-SEM) with the SmartPLS program was employed to analyze the collected data. Family micro-business resources were found to have a positive and significant impact on agritourism performance, moreover, resident–micro-business interaction and support for agritourism development were found to partially mediate the relationship between family micro-business resources and agritourism performance, and the personal resident benefit significantly moderated the relationship between family micro-business resources and resident–micro-business interaction. Several implications for academics and policymakers were elaborated. The limitations and further study opportunities were also discussed.